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Impact Of Television Advertising In Promoting The Sales Of Mtn Products In Enugu Metropolis
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Television
advertising originally stemmed from radio advertising. Initial,
(Groberman 2011) Radio campaigns were simply utilized as a means of
selling radios and assortment of other commonly used products. However,
when advertisers begin to realize that this could be an effective means
of communicating with the audience throughout the day, they begin to
look for new and more innovative ways to gain public attention and aim
it towards a given product. More than any other point, 1948 proved to be
the year television advertising truly began to take center stage. This
worked out for a number of reasons including the country coming of World
war II and an assortment of other social factor, coupled with there
finally begin enough television sets for a given message to be
effectively delivered. Finally, after alot of researches and even more
surveys of what the public sort from their television set, marketers
moved in the first advertising angel revolved around making the titles
of given shows features the name or certain products or products lines.
Among the most prominent examples of this included; Call gate comedy
hour and Coke time. Eventually as a result of the increased popularity
of television, companies began to realize that a more profitable
alternative to the one- product-per-show advertising method that they
were employing had to exist. It wasn‟t until NBC executive Sylvester L
Weaver did the public first began to get a taste of television
advertising as we recognize it today. Weaver and an innovator introduced
a new concept of television advertising in which sponsors will purchase
blocks of time during a show so as to allow multiple sponsors for any
show. It relived agencies of all the cost related to producing a show.
By 1969, things became stable and advertising industries grew stronger.
Mobile
telephone network( MTN) South Africa was launched in 1994 an it‟s the
largest cellular network operators, operating in countries in Africa and
the middle-east. As at the end of December 2006, MTN records more than
40million subscribers across its operations. Karel Punnor was the
founding father of MTN South Africa. The early days in South Africa
entails a great deal of handwork. The company was just focused on
rolling out the networks ensuring there was enough capacity for the
subscriber growth in their first year of business, voice mail and SMS
were later added. According to tele-geographics global communication
database (2000), MTN was founded in Nigeria on November 8,2000 as a
private company. It secured license to operate digital on August 23,
2001. MTN emerged as the first to make a successful call on
its GSM network in the new dispensation. Thereafter, the country
launched full commercial operations beginning in Lagos, Abuja, and
Port-Harcourt. MTN advertising activities commenced before its
operation. They virtually painted the streets of Lagos and Abuja Yellow
its brand color of advertising, billboards and tee-shirts exhibited the
advert. MTN Nigeria advertising programme captured the mood in August
(2001) with its first television advertising “rising sunâ€. The advert
shows a nation waking up to a new day with the sun rising brightly into a
beautiful sky. They indeed connected Nigerians to themselves in a new
day. “Achieve what you want achieve†since launched in August 2001, MTN
has steadily deployed its services across Nigeria. And a growing number
of high ways across Nigeria and the federal capital territory Abuja.
Many of these villages and communities are being connected to the world
of telecommunication for the first time ever.
The company also
subsist on the core brand values of leadership, relationship integrity,
innovation and “can do†it prides itself on its ability to make the
impossible possible connecting people with friends, family and
opportunities. The bond of friendship have got stronger. The ties of
family have got closer, older friends have been nurtured. New
relationships have been created, Nigerians are connected to new hopes;
aspirations and better life opportunities are sourced all as a result of
the power of communication.
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ABSRACT - [ Total Page(s): 1 ]This project examines the Impact of television advertising in promoting the sales of MTN products in Enugu metropolis. Survey research method was used for the study and purposive sampling technique was used to draw a sample size of 200 from residents in Enugu metropolis. Research findings showed that MTN adverts on television have greatly impacted in promoting sales of MTN products in Enugu metropolis and a great number of the residents in Enugu metropolis strongly believe in MTN advert messages ... Continue reading---
